Better Training = Better Sales

Solving the six biggest business-to-business sales training problems will improve the enthusiasm, confidence and commitment of your sales team.

By Michael Cannon, Silver Bullet Group

How would you answer the following question: What is the goal of training developed by Marketing and delivered to Sales?

Most B-to-B product management/marketing professionals who develop sales training would answer this question with some version of: Our training should teach Sales what it needs to know in order to effectively sell the product.

Wrong! That goal is one of the main reasons why most training developed by Marketing is loathed by Sales.

First, lets agree conceptually that Sales (inside/outside and channel) does indeed need to know what it needs to know in order to effectively sell the product, and that from a sales support perspective, Marketings job is to help Sales win more business by enabling Sales to sell the value of the companys products and services. But lets take a closer look at the problems that most commonly derail training programs when the focus is on that one overall goal and then explore some time-tested, actionable solutions to those problems.

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